Influencers have been a large part of the social media landscape for the past couple of years. Here is a changing trend of consumer’s purchasing pattern – their consumption decision are highly affected by influencers or KOLs (Key opinions leaders). Thus, influencer marketing is recommended by marketers as they could always saw the incredible impact on how brands brand awareness increased.
Do You Know Little Red Books?
If you are an overseas brand and are trying to enter Chinese market through a efficient and cost-saving way, we would like to introduce you with a brilliant platform called Little Red Book (Chinese social e-commerce app) – a sharing platform for young people’s lifestyles through deep-rooted User Generated Content (UGC) shopping sharing community. Since RED is the most influential review platform in China, it could be simple to establishe a specific customer group for your brand.
Choosing the Right KOL for Yourself
Here are 4 different types or scale of RED KOLs from top-tier (>500k followers) to nano- and micro-influencers or long-tail influencers (<10k followers) depends on the number of followers. We cannot always say that more followers, more Influential the KOL is. A study by Experticity found that “82% of consumers are “highly likely” to follow a recommendation made by a micro–influencer or long-tail influencers, compared to 73% who are highly likely to act on a recommendation from an average person.”
The Market is Evolving
It has become a trend that increasing brands are willing to choose nano- and micro-influencers – the representatives of the most real life, instead of top-tier KOLs. Long-tail influencers are been considered as the most powerful influencers because of their engagement rates. They might have a handful of followers, but they reach deep into their niche markets and have the “influence” that needed for influencer marketing. According to a Digiday survey, nano- and micro-influencers are often able to engage up to 8.7% of the audience they serve whereas the engagement percentage is only 1.7% for celebrities who have more than a million followers. More recently, marketers have turned to micro-influencers: more specialized and thus more trusted individuals, who might be persuaded – for a micro-fee – to become a “brand ambassador” for a vegan bacon startup, or share a post about an aspirational cuticle treatment.
Nano- and Micro-influencer Make You Spend Less Money but Provide You With More Effective Outcome
As media becomes more fragmented, the role of the nano- and micro-influencer will become even more important as brands look to target a specific niche in the market. These influencers have strong and engaged followings with audiences that trust them and often make purchase decisions based on their recommendations. It’s important to recognize their value and find one who’s worth your investment.
Why You Have to Choose Nano- or Micro-influencers?
Now, let’s thinking about the reason why nano- and micro-influencers became more concerned now. A great amount of savvy audience has the sense that most influencers are been paid to advertise certain product – the trustworthy reviews are really hard to identify. So, it can be said that nano-influencers or long-tail influencers as you may know have in-built authenticity and can be trusted. Furthermore, ordinary people are much easier for brands to deal with – ConnectX has rich source of nano- and micro-influencers, once the influencer has the product, they are in charge of spreading the word at least one month. Last but not the least, you could save a great amount of money by choosing nano- or micro-influencers rather than celebrities. You may enquire that how could only few nano- and micro-influencers make your brand a much-talked-about topic? It is true that few is not enough, but imagine thousands of everyday users post you product together, won’t that be a buzz?